The Aperture Blog

An outsider’s view of the B2B marketing landscape

An outsider’s view of the B2B marketing landscape

It is a challenging time to be a B2B marketer right now, but if we accept the need to change, and we take a more ambitious approach to understanding our customers, we have a real opportunity to outpace those B2B brands who are stuck relying on anecdotal evidence from the sales teams.

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Five trends shaping the future of B2B marketing

Five trends shaping the future of B2B marketing

Not my trends, I hasten to add. The trends of Trevor Hardy, CEO, The Future Laboratory, who spoke at an event a couple of weeks ago. In an inspiring session, Trevor ran through five trends that are shaping quality communications and marketing: Radical transparency...

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Taking The Battle To The Board in 2017

In the Boardrooms of many B2B businesses, marketers are experiencing an existential crisis. Their failure to justify the commercial value of their work has led to the discipline becoming a second-tier player – a ‘need to have’, just about, but certainly not a key...

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2017 is nearly here. Are you planning to fail?

Having been working in B2B for 17 years, I’ve long felt that there are several phrases in circulation where the actual meaning is subtly different to the surface one. Decision-making process is a personal favourite. It sounds focused, dynamic and systematic. But you...

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Man v machine – the future of B2B marketing

What if we’re living in the last age of the B2B marketer? It’s not a prospect that any of us would relish. But look at almost any global B2B organisation, and you’ll witness the rise of automation: enterprise-level systems that harness sophisticated algorithms and...

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